Retail home style categories (patio and in-home furniture, electronics, appliances, etc.) are challenging to display. They're also challenging to promote in stores. And while shopping online, it’s difficult for consumers to understand how something will look in a room, how big it will be, and how it works with other furniture. I took it upon myself to explore new, adajcent ways to solve these problems grounded in the following insights:

1. There was a market report done by Narvar which strongly indicated a shift in consumer habits…where consumers are more interested in spending money on experiences over individual products.

2. A market insight spoke to the penetration of short term rentals in the travel and accommodations market (e.g., Airbnb, VRBO, etc.)

3. An observation: Humans take breaks / vacations for their well-being…it’s apart of life. When you combine that with Target’s purpose: To help all families discover the joy of everyday life; the opportunity came to me.

Identify broad trends around how world, retail, and the home category are evolving​.

Create bounded spaces with a clear consumer need / opportunity​.

Establish a specific value proposition / concept with early validation from in-market evidence​.

I meet with industry experts, read market reports, and joined forces with existing, dominate players in the market to brainstorm on new ideas. This gave us context to determine which themes we should explore for adjacent growth opportunities.

I collaborated with team members and consumers to determine areas to explore where we hypothesized Target could consider playing in.

I designed concepts and pressure tested them with focus groups, operationlly created how this concept could work within (and benefit) the walls of Target, and viably pencilled what impact this could have on the business to gave us direction on if now is the time to invest in bringing this concept to life.